TY  - JOUR 
AU  - Gutiérrez Cillán, Jesús
AU  - Camarero Izquierdo, María Carmen
AU  - San José Cabezudo, Rebeca
PY  - 2017
SN  - 2340-9436
UR  - http://uvadoc.uva.es/handle/10324/38712
AB  - Creating and developing a firm-hosted virtual brand community forms part of a rela-tionship marketing strategy; therefore, it makes sense to evaluate its effectiveness in termsof relational outcomes. In an attempt to know how marketers can foster the...
LA  - eng
PB  - Elsevier
KW  - Facebook
KW  - Gestión de empresas - Innovaciones tecnológicas
KW  - Marketing en Internet
TI  - How brand post content contributes to user's Facebook brand-page engagement. The experiential route of active participation
DO  - 10.1016/j.brq.2017.06.001
ER  -